Browsing by Author "Frey, Nicole"

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    Creating change in responsible tourism management through social marketing
    (2010) George, Richard; Frey, Nicole
    The global threat of climate change, diminishing natural resources and significant socio-economic inequalities is forcing companies and individuals to evaluate the impact they are having on the natural, social and economic environments. This trend has led to an increased availability and demand for socially, environmentally and economically responsible products. The tourism industry relies heavily on the sustained beauty and hospitality of the places and communities it operates in and has come under pressure to manage its negative impacts. Change in the industry has, however, been limited. This paper investigates the current attitudes and perceptions of tourism business owners in Cape Town towards responsible tourism management (RTM) practices in order to develop social marketing strategies that can influence positive behaviour change in management. Cape Town as an internationally acclaimed top tourism destination needs to urgently address its low levels of responsible tourism evidence. Survey data of 244 tourism businesses was used to statistically test what factors are causing the low levels of RTM practices in Cape Town. Findings suggest that despite general positive attitudes towards RTM, tourism businesses are not investing time and money into changing management practices. This is a common emerging market phenomenon where resource constraints negatively impact the relationship between what businesses would like to do and what actually gets done. Factors such as the perceived cost of RTM, a highly competitive environment and a perceived lack of government support are further negatively influencing this relationship. Recommendations are made as to how social marketing can be used to encourage businesses to adopt RTM practices by reducing the perceived and actual costs of implementing RTM. The paper discusses what channels should be implemented to facilitate change.
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    The effect of responsible tourism management practices on business performance in an emerging market
    (2007) Frey, Nicole; George, Richard
    Climate change, diminishing natural resources and a host of socio-economic challenges have fuelled the demands on businesses to manage their operations in a more sustainable and responsible manner. Global pressure, changing consumer demands and proof of business benefits have driven the growth in the field of corporate social responsibility (CSR). The tourism sector, however, despite being highly dependent on natural and human capital, has been slow to react to this trend. This paper investigates which factors influence the attitudes and perceptions of business managers towards responsible tourism management (RTM) and the effect that these attitudes and perceptions have on business performance. A conceptual model was developed to consider the relationships between managers' attitudes, management intention and business performance. Additionally variables considered to have disruptive power, such as managers' gender, highest level of education achieved, personal values, level of competitiveness, and industry sub-sector, were also included in the model. The analysis showed that despite the positive attitudes of tourism managers towards RTM, evidence of employee training, local procurement, and H IV/Aids policies is limited. Only 12.7% have an HIV/Aids policy and merely 13.7% carry the Fair Trade in Tourism South Africa (FTTSA) trademark. Factors disrupting the linear relationship between attitude and behaviour include the level of competitiveness in the business environment, the industry subsector, business size and the perceived costs of implementing RTM. The findings confirm previous research that a majority of South African tourism businesses are not adopting responsible tourism practices despite the evident need and benefits thereof. The findings from the research, however, also suggest that businesses who are employing RTM practices enjoy tangible business benefits ranging from increased employee morale to bottom line profits. The tourism industry in South Africa has been strongly criticised for its lack of transformation. Various government policies have been developed to encourage and expedite the spread of numerous benefits stemming from tourism to more South Africans. These include employment opportunities, small medium and micro enterprise (SMME) development, and poverty reduction. Social marketing campaigns by government tourism agencies aimed at influencing tourism businesses' management style should consider the findings from this study. Strategies will be more effective if the channels to implement RTM are made simpler, if the tourism industry feels supported by government to implement these changes, if the relative size of the business is taking into consideration, and if the perceived costs of RTM are addressed. It is imperative that the potential business benefits of RTM, including increased brand loyalty, product differentiation, marketing opportunities, and profits are communicated to tourism business managers. RTM, thus, becomes a strategic business choice for companies seeking to gain a competitive advantage. It benefits both the company and the society at large. Ultimately, a more sustainable and competitive South African tourism industry will result if business objectives of profit-maximisation are aligned with social and environmental goals.